The men's fashion brand is aiming to represent every age, background and body type in its imagery

Bonobos has joined a spate of fashion brands pushing for inclusivity with extended sizing and models of different body types. The men’s clothing retailer launched an ad campaign featuring 172 male models of every shape, size, age and background. A 30-second spot uses the tagline: “However you fit, Bonobos fits you.” In addition to TV, Bonobos will share this imagery and message across radio, social, digital and video projections on buildings in Austin and Chicago.

The company will also be releasing a mini-documentary compiled of interviews with the campaign models. Body positivity and inclusivity have become a hot topic in media and fashion, though much of the conversation is driven by women and female-focused brands. Bonobos is among the first to make the message explicit for a male audience. It’s one thing to boast that a brand offers 172 fits of jeans, but it’s even better to showcase each and every one of those fits to the public.

Bonobos

Bonobos has joined a spate of fashion brands pushing for inclusivity with extended sizing and models of different body types. The men’s clothing retailer launched an ad campaign featuring 172 male models of every shape, size, age and background. A 30-second spot uses the tagline: “However you fit, Bonobos fits you.” In addition to TV, Bonobos will share this imagery and message across radio, social, digital and video projections on buildings in Austin and Chicago.

The company will also be releasing a mini-documentary compiled of interviews with the campaign models. Body positivity and inclusivity have become a hot topic in media and fashion, though much of the conversation is driven by women and female-focused brands. Bonobos is among the first to make the message explicit for a male audience. It’s one thing to boast that a brand offers 172 fits of jeans, but it’s even better to showcase each and every one of those fits to the public.